The Health and Well-being Assessment

On this team, I managed documentation and content strategy for large-scale outreach, keeping everything organized, compliant, and up to date. I track and coordinate hundreds of assets, using project management best practices to support Health and Well-being Assessment and STARS initiatives. I also audit member communications to ensure vendors meet program standards.

The Health and Well-being Assessment (HWA) sends clinicians into members’ homes for basic wellness checks. It provides an additional level of care and supports the member’s primary care provider.

On the marketing side, I develop targeted strategies to drive engagement through direct mail and telemarketing scripts.

A common barrier to the HWA is that seniors are not familiar with the service. They are concerned about being scammed, letting a stranger into their home, or how the information collected during the assessment will be used.

I set up this website to supplement our calling and mailing campaigns to inform members of how the HWA works, mitigate their concerns and encourage sign-ups and completions. Over time, our team was able to increase signups from calls by about 2.5% over the course of a year.

It was originally hosted on a custom WordPress site. I later oversaw the migration onto Humana’s own platform.

This site is part of an all-digital behavioral change initiative targeted at more digitally savvy seniors. The goal is to encourage signups for the HWA as usual, but continue to nurture the relationship with the member over time and make them more likely to sign up in the future, more likely to remember their appointment if they signed up months in advance, and to be more prepared for the assessment when their appointment arrives.

The content introduces them to the HWA and provides branching journeys depending on the member’s behavior. During initial testing, we had almost a 10% email open rate and over 500 appointment signups.

I oversaw the development of this site along with Matrix Medical Network and Linkwell Health. Linkwell provided 120+ pieces of content in 6 months, which I edited and customized to Humana’s standards.